Dell's Award-Winning A/B Form Test

This Tuesday, we are featuring Dell’s A/B lead generation form test, which was awarded a Gold ribbon in Which Test Won’s 2012 Online Testing Awards. 

It is important to mention that this is the second half of a two-part test conducted by Dell in LiveBall. The first A/B test (not shown) determined that a 2-step form outperformed a single, longer form.

The second part of the test focused on optimizing the 2-step form with step indicators — numbers (and words) above the form that help set expectations for time involvement and commitment.

Do you think step indicators improved lead conversion rates?

If you said “yes,” you are correct! 

Adding step indicators to Dell’s 2-step form improved lead conversions by 8%. 

This test may seem like a no-brainer, and honestly, it is — very little resource investment is needed to create two form images to help drive conversions.

But, the smartest part is hidden in the form…

Dell asks an easy entry question “how can we help you?” followed by a required email address. Even if the user drops off on the second form, Dell has still captured email address for nurture and remarketing. Smart!

Have you tested step indicators or progress bars on your multi-step forms? We’d love to hear your about your findings!